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Effective Marketing Communication

Strategies and Best Practice



All organisations, large or small, public, private or governmental need to communicate with a range of stakeholders. This course will provide participants with knowledge and tools to develop an effective marketing communication strategy. It will also examine issues related to ethics, corporate social responsibility and industry controls that limit modern marketing communication.

Who should attend

This practical course is designed for marketing managers and all those who are involved in the decision-making process of the organisational marketing communication.


Fundamentals of marketing communication

  • The role of marketing communication
  • Effectiveness of promotional tools
  • Communication differences

Marketing communication at work

  • Understanding how customers process information
  • Customer decision-making process
  • Customer perceived risk
  • Strategy and marketing communication
  • The impact of technology on marketing communication

Strategies and planning

  • Integrated marketing communication
  • Developing marketing communication plan
  • Objectives and positioning
  • The strategic role of branding
  • Financial resources
  • Evaluating marketing communication

Advertising and strategy

  • Advertising messages and creative approaches
  • On-line and interactive media
  • Traditional media

Marketing communication for a specific audience

  • Key variables effective international marketing communication
  • B2B communication
  • Internal marketing communication

At the end of the course, delegates will be able to:

  • Identify different marketing communications
  • Develop marketing communication plan
  • Align the plan with customer needs and organisation strategy
  • Identify customer decision making process
  • Implement most effective marketing communication
  • Use creativity and innovation in different models of advertising

VAT: Courses held in London are subject to VAT at the current rate

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